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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Fail
Products
Failing
Design
Ads
Great
Campaign
Make
Campaigns
People
Faster
Product
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In communications, familiarity breeds apathy.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Properly practiced creativity can make one ad do the work of ten.
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In advertising, not to be different is virtually suicidal.
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The most powerful element in advertising is the truth.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Advertising doesn't create a product advantage. It can only convey it.
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The difference between the forgettable and the enduring is artistry.
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Adapt your techniques to an idea, not an idea to your techniques.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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Nobody counts the number of ads you run they just remember the impression you make.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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